The Azerbaijani government moved to shorten foodservice opening hours on 22 March, before closing all foodservice outlets altogether on 29 March. Some outlets were permitted to reopen on 4 May, but these did not include those in the country’s biggest cities, Baku, Ganja, Sumgayit and Lankaran, where the rates of COVID-19 infection were still high. In practice this meant that approximately 90% of the on-trade remained closed throughout May. By June, all retail outlets - including grocery…

On-trade volume sales of energy drinks declined substantially over the course of 2020 and it is undeniable that the obvious factor underpinning this negative performance is the COVID-19 pandemic. Specifically, the nationwide quarantine lockdown that was implemented in the country between the end of March and the third week of April 2020 effectively involved the shutdown of the country’s entire consumer foodservice industry. This resulted in on-trade consumption opportunities diminishing…

After a year of double-digit total volume growth in 2019, energy drinks has turned to decline in 2020, due to COVID-19. Although the on-trade channel is small, it has seen a significant volume decline in this year due to temporary outlet closures and consumer caution about visiting busy venues. Meanwhile, these products are also expensive on-trade, and consumers have turned to cheaper soft drinks due to rising price-consciousness. In the off-trade channel, the category relies heavily on…

Energy drinks struggled to register robust sales growth during 2020 as the COVID-19 pandemic reduced consumption opportunities and put pressure on category sales. Energy drinks have strongest appeal among blue-collar workers, particularly those working in the construction and industrial manufacturing sectors. With the initial quarantine lockdown bringing work in these areas of the Philippine economy to a halt, which meant far fewer consumption opportunities for energy drinks among this…

Total energy drinks volume sales have remained stable during the COVID-19 crisis. Although energy drinks products are popular in bars and nightclubs, the loss in on-trade volumes due to the closure and restricted operations of such outlets was offset by increased demand through off-trade channels. Energy drinks have largely been able to avoid the negative influence of the sugar debate, as they are not positioned as beverages which are consumed to quench thirst, but are perceived as products…

In contrast to several soft drinks categories that have seen off-trade growth accelerated as retail has absorbed demand from the heavily restricted on-trade channel in 2020, energy drinks has seen growth slow down significantly from the previous year. This is because measures to limit the spread of COVID-19 have removed key consumption occasions for energy drinks, particularly opportunities for impulse purchases and on-the-go consumption. Moreover, energy drinks’ on-trade presence is largely…

Due to COVID-19, the Portuguese government established strict restrictions on all foodservice outlets to prevent its spread. These measures have negatively impacted the performance of energy drinks in the on-trade channel in 2020. As energy drinks are often consumed by young people as mixers in nightclubs and pubs on social occasions, the closure of bars and clubs has resulted in strong declines in both current value and volume terms in the on-trade channel. Moreover, the lack of tourists…

Both off-trade value and volume growth are set to be stifled compared to 2019, when energy drinks recorded double-digit growth. With consumers at home spending money on household essentials, energy drinks is set to suffer in 2020, perceived as a non-essential product. In addition, many consumers enjoy energy drinks when on-the-go or socialising, with home seclusion and COVID-19 restrictions reducing both of these consumption moments.

Euromonitor International's Energy Drinks in Mexico…

Energy drinks has performed relatively well in 2020 considering the effects of COVID-19 on the on-trade, with total volumes down only slightly. Despite the heavy fall in sales in the foodservice channel where outlets have been temporarily shut and had operating restrictions such as reduced opening hours and takeaway/delivery only, the energy drinks category has still attracted custom in retail. In Malaysia, energy drinks are largely consumed by long-distance truck drivers and bus drivers, as…

In general, energy drinks are consumed to reduce tiredness thanks to their caffeine content, with the inclusion of arginine also claiming to support recovery from fatigue. As such, energy drinks are often consumed in the workplace to help workers remain focused and to help them work extra overtime hours. The onset of COVID-19 resulted in many consumers working from home while many businesses cut back on overtime to cope with the financial impact, especially within the manufacturing industry.…

A decrease in young people going out socializing due to COVID-19 has led to a smaller incline in growth relative to other soft drink products. Energy drinks are a very popular mixer for Irish drinkers, and as such the category will continue to see good performance in the on-trade. Evidence suggests that Irish drinkers, particularly 18-25 year olds, enjoy mixing sugary energy drinks with alcoholic drinks compared with healthier alternatives. However as bars have closed and social distancing…

Most energy drinks in Indonesia are still sold at small kiosks/warungs located in public transport terminals, with consumers tending to be people looking for an on-the-go energy boost. Therefore, the much lower footfall in bus terminals and train stations in 2020 as a result of the government’s social distancing measures to tackle COVID-19 has had a very negative impact on the category. Besides spending much more time at home, and thus reducing demand for energy drinks, people have been…

The pandemic forced many people to work from home for all or part of the week. The share of people working from home has increased significantly, with remote working practices remaining in place in some companies as the lockdown eased. More flexible working arrangements have impacted consumption behaviour as the occasions to drink coffee or energy drinks at the office have been reduced or missing. Consequently, many workers have missed out on social interaction in the workplace and regular…

Energy drinks continued to register positive retail sales growth in 2020, although off-trade growth rates during the year were considerably slower than what was being recorded in the category earlier in the review period. The main reason for the significant drop in growth rates in the off-trade were the quarantine lockdown that was implanted across France between the middle of March and the end of May in a bid to control the spread of the COVID-19 virus and the subsequent significant…

Lockdown arising from the COVID-19 outbreak in Colombia affected demand for energy drinks in several ways. For brands such as Red Bull, promotional activities related to sporting events and on-trade consumption stopped, as such events were either postponed or cancelled. On-trade demand slumped into double-digit negative growth as a result. While off-trade was less significantly affected, performance nonetheless slipped into negative growth territory as consumers stayed at home.

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In addition to being consumed for their stimulant effect by groups such as office workers, professional drivers and students, energy drinks are commonly used as mixers for alcoholic drinks at house parties and other social gatherings in Brazil. These types of consumption occasions have been greatly diminished by COVID-19, which has resulted in many people spending most of their time at home due to lockdown measures, social distancing and remote working.

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Overall off-trade volume sales improved in 2020, rising by 7% compared to 2019’s 3% rise, while current value sales rose by 9% compared to 8% in 2019. In foodservice, however, the drop was substantial, though the base is small. Following consistently positive growth throughout the review period, foodservice volume sales took a 43% dive in 2020, while current value growth declined by 42%.

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On-trade sales will post a dramatic decline in both current value and volume terms in 2020, due to the quarantine and mass closures of foodservice outlets for much of the year. Energy drinks will manage to grow in the off-trade, in both current value and volume terms, but this growth, while strong, will represent a slowing-down compared with previous years. Energy drinks are predominantly consumed by younger people, and these consumers are most at risk of seeing their levels of disposable…

In 2020, energy drinks total volume consumption in Argentina decreased for the first time since the 2008 financial crisis due to the impact of the COVID-19 pandemic. Foodservice sales plummeted as a result of social distancing restrictions, thus negatively overall sales, much of which are made on-trade. In particular, the strict national quarantine lockdown led to a drastic decline in demand for energy drinks as consumers were only allowed to leave home to purchase essential groceries and…

In general, the COVID-19 pandemic did not have a strongly negative influence on demand for concentrates in Vietnam during 2020. One of the main reasons for the category’s resilience during the year was the value for money that concentrates represent. Indeed, the category’s reputation as the cheapest form of soft drinks available in retail outlets in Vietnam stood it in good stead as pressure came on household incomes during 2020. The rather adverse and uncertain economic situation that…